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Its 30th anniversary celebrations will include PokéXciting!, Pokémon RUN 30: Malaysia Edition and the debut of the country’s 1st Nintendo and Pokémon Centre Pop-Up Stores at Ombak KLCC 

by AKMAR ANNUAR 

THERE was a moment at the Pokémon press preview in Kuala Lumpur when Pikachu stepped onto the stage, waved to the crowd and instantly became the centre of attention. 

Technically, Pikachu is not a person. But try explaining that to the guests who immediately reached for their phones, or to this writer, who briefly forgot she was there to work and not to relive a piece of her childhood. 

That is the enduring magic of Pokémon. It is more than a game, cartoon, trading card or plush toy. 

It is memory wrapped in nostalgia. A shared language spoken by siblings, school friends, collectors, gamers, parents and children. They may have grown up with different versions of the franchise, but somehow they all recognise the same sense of joy. 

This year, that joy is set to spill beyond screens and trading cards into a citywide celebration. 

The Pokémon Co has announced a series of events in KL to mark Pokémon’s 30th anniversary, with Malaysia selected to lead the regional rollout of PokéXciting! across Asia. 

The anniversary programme is shaping up to be one of Pokémon’s biggest showcases in Malaysia yet. Alongside PokéXciting! in KL, fans can expect Pokémon RUN 30: Malaysia Edition, special activities in partnership with KLCC (Holdings) Sdn Bhd (KLCCH) and the arrival of the country’s first Nintendo Pop-Up Store and Pokémon Centre Pop-up Store at Ombak KLCC. 

The celebrations will kick off with PokéX- citing! in KL, a two-day fan festival taking over KLCC Park on Sept 12-13. Free and open to the public, the event promises a mix of entertainment, interactive experiences and plenty of opportunities for fans to immerse themselves in the world of Pokémon. 

One of the biggest attractions will be Malaysia’s first-ever Pokémon drone show, with hundreds of drones transforming the night sky into animated Pokémon displays. Set against the iconic Petronas Twin Towers, the spectacle is expected to be a highlight of the anniversary celebrations and a magnet for fans, photographers and curious onlookers alike. 

Pokémon’s 30th anniversary celebrations will tour five Asian cities, but KL gets the first look. The Malaysian capital will kick off PokéXciting! before the event moves on to Taipei, Singapore, Manila and Bangkok. 

Fans attending the KL event will also get to meet PokéXciting! Pikachu, a special anniversary version of the beloved character. 

Each host city will have its own costume colour, with KL’s Pikachu dressed in turquoise. 

“We wanted PokéXciting! to be more than just an event — it’s a celebration to thank all the fans across Asia for their support over the past three decades, and a chance for fans across the region to truly experience Pokémon together,” The Pokémon Co corpo- rate officer Susumu Fukunaga said. 

KL was not chosen by chance. 

According to Fukunaga, the city offered something few others could: An iconic location, a recognisable skyline and a partner willing to help transform a Pokémon celebration into a public experience. With KLCC Park, the Petronas Twin Towers as the backdrop, the Malaysian capital was seen as the ideal place to launch the anniversary festivities across Asia. 

Fukunaga also thanked the KLCC team for its role in bringing the event together. 

The partnership is significant because it aligns with KLCC’s own efforts to evolve beyond its traditional role as a landmark destination. 

For decades, KLCC has been one of Malaysia’s most recognisable landmarks, known for business, shopping and tourism. 

But events such as PokéXciting! reflect a broader ambition — to turn the precinct into a place where people do more than visit. It is about creating reasons for them to gather, spend time and make memories. 

For KLCCH Group CEO Datuk Mohd Salem Kailany the partnership is about more than hosting a popular global brand. It reflects KLCC’s efforts to create experiences that bring people together and encourage them to engage with the precinct in new ways. 

He noted that KLCC and Pokémon are both nearing the 30-year mark, making the collaboration particularly fitting. Like any long-standing brand or destination, the challenge is to remain relevant while continuing to appeal to new generations. 

That, he said, is the direction KLCC is taking. Beyond its role as a business and tourism hub, the precinct aims to be a place for everyone. 

The anniversary celebrations continue in November with Pokémon RUN 30: Malaysia Edition, an event that blends a fun run with a Pokémon-themed adventure. 

Rather than simply racing to the finish line, participants will choose a partner Pokémon and complete a series of challenges inspired by the Pokémon world. Along the way, they can take on Gym Battles, encounter wild Pokémon and unlock new experiences as they progress through the course. 

The event will also feature a Festival Zone that is free and open to the public. Visitors can explore a Time Tunnel celebrating 30 years of Pokémon, check out interactive exhibits and browse exclusive merchandise at a special Pokémon pop-up store. 

Beyond the events and activities, the anniversary celebrations also bring something many fans have been waiting for: Exclusive merchandise. 

From Sept 12 to the end of December, Ombak KLCC will host Malaysia’s first Nintendo Pop-up Store and Pokémon Centre Pop-up Store. For local fans, it will be a rare 

opportunity to browse official merchandise without travelling overseas. 

The Nintendo store will carry products from some of the company’s best-known franchises, including items from Japan and exclusive merchandise featuring Mario and friends. 

Fans can discover interactive exhibits and pick up exclusive merchandise at a special Pokémon pop-up store

Next door, the Pokémon Centre Pop-up Store will offer a wide selection of Pokémon Centre original merchandise, trading cards, plush toys, new releases and special 30th anniversary collectibles. Visitors can also try selected games at a dedicated gaming experience zone created in collaboration with Nintendo. 

Part of Pokémon’s enduring appeal, according to Asia Business Development senior director Ray Kagami, is its ability to grow with its audience while remaining welcoming to newcomers. 

In an exclusive interview with The Malaysian Reserve (TMR), Kagami said Pokémon has never been designed for a single age group. 

“Pokémon is for everyone. It is not only for children and not only for adults. We are always trying to create fresh experiences, and we believe that helps people stay connected to Pokémon,” he said. 

The strategy is evident in Pokémon’s evolution over the past three decades. No longer confined to video games, the franchise now reaches fans through animation, trading cards, merchandise, events and experiences that extend well beyond the screen. 

Despite its growth, the core idea remains unchanged: creating connections between people through a shared love of Pokémon. 

“Our brand philosophy is to connect people with Pokémon and connect the world with Pokémon. From that perspective, we look at how we can grow video games, trading card games, tournaments, events and new experiences so more people can discover and engage with the Pokémon brand,” he told TMR. 

Malaysia’s growing importance in Pokémon’s regional plans is backed by its strong fan community. Kagami pointed to the popularity of the Pokémon Trading Card Game (TCG), including events such as the Master Ball League, as a sign of the country’s growing enthusiasm for the franchise. 

Asia Business Development (Malaysia) Switch 2 Sales Support Mandy Tee said the community is not limited to KL, with established groups across Penang, Johor and East Malaysia. 

“The Pokémon TCG communities are not just in KL. We have very established communities in Penang, Johor and East Malaysia, and they have been supporting us for many years,” she said. 

The strength of these communities has also made Malaysia a key market for selected regional initiatives, including Pokémon TCG Showdown and Pokémon TCG Academia. 

Through Pokémon TCG Academia, The Pokémon Co introduces the trading card game to new audiences by working with schools and universities. 

She added that local activations work best when they understand how Malaysians actually spend their time, whether commuting around the city or spending time with family and friends. 

“Because Malaysia has heavy road traffic, the visibility on the road is enhanced. On weekdays, the Pokémon Truck moves around the streets, while on weekends, we bring it to shopping malls where we can engage more people, especially families,” she said. 

Introduced to promote Pokémon Pokopia, the Pokémon Truck is an example of how the brand adapts its approach for local audiences. Rather than waiting for fans to come to Pokémon, the truck brings the experience directly to them — on the road, in malls and in places where people naturally gather. 

As the interview wrapped up, this writer asked the question that mattered most after all the business discussions: What is your favourite Pokémon? 

Kagami chose Oddish, a small Grass and Poison-type Pokémon, a quietly charming choice from someone who has spent years looking at the brand beyond its most famous characters. 

Tee, meanwhile, shared the same favourite as this writer: Pikachu. 

It was, admittedly, a very satisfying answer. 

After 30 years, Pokémon’s greatest achievement may be that it has never asks fans to choose between growing up and holding on to a sense of wonder. 

Instead, it grows alongside them, finding new ways to appear — through cards, screens, city streets, running routes, pop-up shelves and soon, above KLCC Park as lights fill the sky. 

By the time September arrives, KL will be celebrating a reminder that some childhood memories never really disappear. 

Sometimes, they return in turquoise (and yellow). 

• This article first appeared in The Malaysian Reserve weekly print edition 

The post Pokémon’s next evolution begins in KL appeared first on The Malaysian Reserve.